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Put a little heart into it

Founded in 1997, Build-A-Bear Workshop pioneered an interactive process in which a stuffed animal is assembled and customised during a store visit. Although the concept remained relevant to a new audience, the brand was beginning to lack modern appeal. We started by working with leadership to define the brand idea ‘Put a little heart into it’, recalling the power of the interactive experience to unlock imagination, creativity and self expression.

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We worked closely with their CEO and CMO to reimagine their brand’s potential and future opportunities. The result was to define two brands: Build-A-Bear and Build-A-Bear Workshop, creating a ‘parent’ brand that provided more flexibility while allowing the Workshop brand to focus solely on the in-store experience.

We reimagined the brand for the future where imagination runs the show, creating a playful custom font, a fresh storytelling tone of voice, and a ‘colouring book’ illustration style. We also commissioned lifestyle photographer Sam Robinson to capture ‘play’ across generations.

Using an innovative layered approach, the custom font automatically randomises and jumbles characters. With over 400 shop locations, the font exists in Latin, Japanese, Thai and Arabic.

The management team has been hard at work to create the best conditions for the brand to continue to thrive. Over the years, we have helped Build-A-Bear continue to extend it’s brand into new partnerships and extensions, recently helping to launch Build-A-Bear Cakeshop.